The client is Manchester Gin. The PSO is their unique Manchester Gin Signature. It’s perfect for any gin-lover in a gin cocktail or as a common G&T, with its attractively balance and amazingly smooth taste.
Evaluating and identifying the Target Audience
RED= CHOSEN BLUE= SEGMENTATION APPROACH
TARGET AUDIENCE
1. People using the hashtag ‘#ginlover’ on Instagram 2. People using GPS at Manchester (using 3/4G) between 16:00-22:00 (weekdays) and from 1pm until late hours (weekend) 3. People searching ‘Best Gin Manchester City Centre’ on Google Search Engine
ADVANTAGES
1. – Specific to company’s PSO – ‘…. Its perfect for any gin-lover….’ – Behaviourally targeted; people who use the hashtag are relevant and important – Highly used hashtag – The advantage of using popular hashtags is that many people follow those tags, giving more opportunities for people to see your posts – Psychographically targeted; understands consumer need – In this occasion consumer need is the love for gin – Could use paid advertising on Instagram for creating brand awareness
2. – Estimated population of Manchester: 2,730,076 – It is good to target people between 16:00-22:00 on weekdays because they are leaving work and most likely to avoid congestion on the commute home – Targets people on weekends, specifically Friday and Saturday, as people aren’t at work and they are most likely to go out – GEO targeted; focused on the city centre where Manchester has over 650 bars with licensed premises to sell alcohol
3. – Behaviourally targeted; people who make the correct and unique searches – specific to company’s PSO – ‘….Manchester Gin….’ – Psychographically targeted; understands completely consumer needs – specific search on what the consumer needs – best gin in Manchester city centre – GEO targeted; focuses to areas with the right attraction of consumers – population, where the most bars and restaurants are – Paid ad opportunity; Google Paid Search Campaign & Paid Ads
2. – Not GEO targeted enough; too specific, doesn’t target the people who live in Manchester but not in the city centre – Potential wastage targeting of people who cannot drink alcohol – 5% Muslim, 7% over 75 days old and 3.5% unemployment who most likely cannot afford it
3. – Might be too specific – it targets people only in the city centre
JUSTIFICATIONS
> Target Audience 1: ‘#ginlover’ is too general, might get lost in the old or irrelevant posts > Target Audience 2: Manchester as a city is too big, needs something more specific and focus on consumers’ needs > Target Audience 3: Specific search criteria, specific to company’s PSO
Evaluating digital communications objectives for the acquisition, conversion and subsequent retention of the target audience
ACQUISITION
1. Achieve a position in the top 10 listings on Google search results for ‘Best Gin Manchester’ by 31 July 2020 2. Increase click-through rate (CTR) visits on the GD Marketing’s website landing page through Google by 31 July 2020 3. Achieve a 25% traffic growth on GD Marketing’s website who search for ‘Best Gin Manchester city centre’ on Google Search Engine by 31 July 2020
PROS
1. – Top results make your website visible on top, which lead to more traffic – Top 10 results get you from 36.4% average of CTR to 2.2% depends on the position – the better position the better results
2. – Google is the most popular search engine, which makes it easier for people to go in your website through there
3. – Potentially increase on traffic growth on GD Marketing’s website, as the search its specific to company’s PSO – ‘Best Gin Manchester city centre’
3. – Not guaranteed high traffic on GD Marketing’s website – Not all the searches are conducted by Google, 15% to be specific
JUSTIFICATIONS
> Acquisition 1: Top searches influence consumers decisions > Acquisition 2: Google is the most popular search engine > Acquisition 3: Targets directly target audience who search for ‘Best Gin Manchester city centre’
1. Increase website traffic by 20% by 31 July 2020, through Google Search Engine 2. Achieve a 10% increase in click-throughs to GD Marketing’s Instagram page from Google Search Engine by 31 July 2020 3. Achieve 150 sales on GD Marketing’s website through Google Search Engine
PROS
1. – 63% of people say that they trust Google Search Engine for news and informations
3. – 39% of smartphone users are more likely to use a company’s app because it’s easier to make a purchase
JUSTIFICATIONS
> Conversion 1: Website traffic might lead to sales, might lead to brand awareness – consumers will know about your brand > Conversion 2: Google is the most popular search engine > Conversion 3: Google search engine is popular, consumers will come across your website and it will most likely lead to sales
1. Achieve 50 reviews on GD Marketing’s website through Google by 31 July 2020 2. Increase social media engagement by 10% through Google by 31 July 2020 3. Increase engagement on GD Marketing’s Facebook Page by 10% by 31 July 2020
GD Marketing